It used to be that communication between brands and their customers was one-directional. For example, brands would rely on advertisement, direct response, and media coverage. Thankfully, those days are long since over, helped in large part by social media. And that’s where social listening comes into the picture. As always, communication is crucial.
Social listening is how the top brands, large and small, exchange information. In short, brands create partnerships with the public and go on a marketing journey together. Moreover, for brands, social listening is also a matter of understanding what the public says about a brand. And it means paying attention to engage appropriately. In short, it’s reputation management.
The conversation is multi-directional with social networking platforms, such as TikTok, LinkedIn, X, and a host of others. Therefore, brands must understand the mood and discussions trending. Our social enterprise has been communicating with the public about sustainability since its founding in 2012. And now that climate change is a much higher priority, we’ve been doing a lot of social listening, impacting our business storytelling.
Going Deeper with Social Listening
Social listening is one of the top activities and objectives of marketers. As a result, marketing teams spend a lot of time monitoring conversations about their brands and topics or discussions associated with their work. Further, because data information is central to the success of any marketing effort, many social media management platforms have robust analytics. The fact is that as it relates to reputation management, you want to know how and when your brand gets mentioned. Here are some pro tips for doing it effectively:
1. Define Your Objectives
For social listening to work, it’s essential to have clear objectives. For instance, brands need to know what they want out of it. Is it customer feedback? Understanding what competitors are doing? Whatever the goals, it’s essential to have clear objectives for meaningful insights.
2. Choose the Right Tools
Of course, getting the right tools for social listening is essential. Our team uses tools like Later, Google Analytics, and survey platforms. Every company is different. So, regularly audit your tools and ensure you get what you need from them for great insights.
3. Cast a Wide Net
Go beyond brand mentions. In short, when you cast a wide net, you get to know what’s happening in your industry or with competitors. As you consider social listening, a broader view allows you to find new opportunities and threats.
4. Understand Context
Just as crucial to casting a wide net is to pay attention to context. For instance, if a brand gets mentioned on social media, it’s essential to know if the reason for it is that it’s part of a broader discussion. Context ensures you provide the proper response and make better decisions.
5. Engage Thoughtfully
Social listening requires brands to dedicate time to it. Replying correctly and appropriately is vital when customers send inquiries or provide feedback. In sum, it’s important to remember that these interactions create brand-customer relationships.
6. Monitor Emerging Trends
We all know that things change quickly. So, any brand must stay on top of emerging trends. In addition, when you know the trends coming on the horizon, you can anticipate customer shifts, industry changes, and new opportunities.
7. Collaborate Across Teams
For social listening to work very well, it’s critical to remember that it’s not just about marketing. Different teams (e.g., sales, customer support, operations) have to share their insights with the marketing team to help inform strategic decisions.
In conclusion, social listening is something that benefits any and every brand. But it also requires a team of people within a company operating in a dynamic environment. They have to be ready to pivot and adapt to what they learn. Social listening isn’t just good for topping up your revenue. It’s also a great way to manage your reputation. So, as I tell my team, talk less and listen more.
Want to improve your brand’s marketing results? Visit Elsey Enterprises and see what the team can do for you.
© 2023 Wayne Elsey. All Rights Reserved.